Critical awareness - consumers must be awakened to be more questioning about the provision of the quality of goods and services.
批判性意识——消费者必须对商品的质量和服务条款存有更多的质疑。
Involvement or action - consumers must assert themselves and act to ensure that they get a fair deal.
自我主张与行动——消费者必须以自我行动争取公平交易的权利。
Social responsibility - consumers must act with social responsibility, with concern and sensitivity to the impact of their actions on other citizens, in particular, in relation to disadvantaged groups in the community and in relation to the economic and social realties prevailing.
社会责任——消费者必须具有社会责任心，考虑到自身行为给其他公民造成的影响。特别要在经济和社会层面考虑到社会中的弱势群体。
Ecological responsibility - there must be a heightened sensitivity to the impact of consumer decisions on the physical environment, which must be developed to a harmonious way, promoting conservation as the most critical factor in improving the real quality of life for the present and the future.
环境意识——必须意识到消费者行为对环境的影响。环境必须更加和谐，保护环境是提高生活质量中最重要的一环。
Solidarity - the best and most effective action is through cooperative efforts through the formation of consumer/citizen groups who together can have the strength and influence to ensure that adequate attention is given to the consumer interest.
团结合作——消费者团体或市民团体的集体行动是最为有效的。团结一心影响才会更大，才能确保消费者利益得到充分关注。